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Expectation from Pharma Marketing in the Post Pandemic Times

Expectation from Pharma Marketing in the Post Pandemic Times

Harish , Senior Director - Sales

2022-04-20

The Pharma communication industry had to reform the whole system and took steps to measure the major communication between the customers, professionals, and the suppliers due to major breaks of the lockdowns.

The rapid changes in the pharma communication had to take place across different areas of medical communication and the functional ecosystem.

Research shows that had many of these changes have solidified into longer-term changes to HCPs preferences and behaviors.

Change in face-to-face preferences

They prefer to maintain or further increase the amount of the virtual (versus face-to-face) engagements with pharma reps that they became accustomed to during the pandemic. The virtual engagements have now become a necessity in the current times, which is as significant as the treatment. The preference for the professionals has always been face to face interaction for a better analysis of the human body, as the customer has always kept faith in the older means of interaction.  Although we need to be precisely work on the strategy to maintain and figure out ways to keep the engagements for the professionals and the patients.

Increased virtual trainings and webinar programs

The professionals are now working on innovations and modifications  to upgrade the pharma industry. Two of the four most effective communication channels for HCPs are now virtual (training webinars and virtual speaker programs), and despite the expectations of some for virtual fatigue, the increased trainings are helping out the professionals in keeping up the pace with the industry changes which is keeping the consumers busy for knowledge and new innovations of treatment .

Face-to-face visits and telephone interactions are essential but virtual channels makes it more convenient for everyone both professionals and patients.  New products and virtual trainings are helping the professionals  in keeping up the knowledge for the new changes and the diseases which are caused due to the pandemic. While HCPs still count on personal visits by sales reps and medical liaison personnel, particularly during a product launch, they are looking for pharma companies to adapt to changing times.

Multichannel and Personalized engagement

HCPs desire more personalized engagement and content that is targeted to their needs. Many people say that they can't read because they don't have enough time, and that generic or irrelevant content is a barrier to digital communication. They are increasingly looking for pharma businesses to demonstrate that they are aware of their specific demands and interests.

Physicians' interest in medical knowledge and scientific data is high, and more are interested in learning how biopharma businesses can enhance patient care through digital tools and engagement. Following COVID-19, 40% of HCPs want to acquire more medical and scientific knowledge. Approximately half or more of those polled claim they do not receive frequent content on medical developments and education, scientific data, or product education.

There is no one-size-fits-all communication solution; data reveal that individual qualities, such as therapeutic area and years in practice, determine how each doctor wishes to participate, but these are merely starting points. Several pharmaceutical businesses are discovering the value of using data and analytics to personalize engagements.

Despite the fact that most pharmaceutical firms are now assessing their engagement models and many are undertaking projects that suggest major changes in their go-to-market model, they are still struggling to scale from individual pilots to scale across the business.

The COVID-19 pandemic has created a tipping point at which businesses might reevaluate where they are putting their time and resources. Any pharmaceutical business that isn't already executing the high-value stakeholder engagement efforts mentioned here should think about doing so right away. If they don't, they'll struggle to compete with those who can deliver what HCPs and other stakeholders want, how they want it, and when they want it. Many firms also have the ability to accelerate all things agile in order to better support HCPs and their patients, from the creation of content to the delivery of capability building at scale.

Companies must also carefully analyze the various organizational constructs.

Pharma businesses' future operating models may not be crystal obvious. However, the decisions that corporations make now will have an impact on the models' performance—the models' speed to market, efficiency, and ability to serve more patients with better therapies. Organizations should consequently prioritize those model aspects that are most likely to produce success and be willing to prioritize those that aren't.

Articles about articles | April - 20 - 2022

 

 

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